Those that push now to really connect to their customers are the onces that will come out ahead. Twitter is a phenomenon that is happening with small business. If they know how to use it right (aka: don't sell - yes to: create, develop & nourish relationships) they could have a huge impact NOW & when "this" all ends.
-jenhttp://twitter.com/jenharris09http://caffeinatedmarketing.wordpress.com

8:37 am December 10, 2008

Craig McAndrews wrote :

I am in the mattress industry, where we only come in contact with our customers in store every few years. How can you build loyalty when your customers are not in the market for your product on a regular basis, and more importantly, can you give any examples of companies who are similar to mine? Thanks

Have your customers be your sales staff, until such a time as they themselves need a new mattress.

Eg. After 3, 6 and very 6 months thereafter send them a personal handwritten note from the sales person who made the sale, along with an offer for a free meal/free movie tickets if a they or a friend brings the card in and makes a purchase. If a sale is made, don't just send them the freebie, but also add a new handwritten note and a new offer.

By the time they do in fact need a new mattress the first place they will think of will be you/your store. They'll also be bring in new customers which allows you to grow your base, possibly to areas you might never have advertised to previously.

PS Note that with the long lead time between sales, the handwritten aspect is important, it shows that someone spent time on the process, and hand write the address on as well. Much more likely to be read. I've seen this used by some Saturn car dealers for instance, it builds brand/customer loyalty even if actual interactions with the sales staff is years apart.

9:54 pm December 10, 2008

A Hanson wrote :

This was a great article. There is a group that is called restaurant masterminds who is traveling around the country (or you can go on their website) and they are helping independent restaurant owners with their marketing, teaching them systems and have online coaching calls. I know a few of the testimonials on there and they are getting a ton of help. The economy hasn't even effected them. Anyway, there is help for the Independents out there and this is a good one.

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